With profound gratitude I got to craft a campaign to raise awareness of Minnesota’s 988 Crisis Line by doing what creative work can do best: Turn a message into a movement. I AM 988 weaves together the crisis line providers and counselors, as well as supporters and those who have used the service to unmask themselves to the world so that we can normalize caring for ourselves with people who are there to care. See the full campaign at F&N’s website. Production by Current Resident. Art direction and design by Kelly Munson.
Work
Scott Muskin's creative / advertising portfolio. Click the post headlines to see work.
Second Harvest Heartland "In the Click of Time" Spot
A timely message to address an unfortunate reality: More and more people need more and more friends and neighbors to step up and be there in the click of time — so that a meal can be there too. I was creative lead, and wrote and art directed. Directed by The Saline Project. Production by Noware Media. Concept help from Bill Lee.
U of M "Dear Minnesota" Campaign
A “why should I care” campaign aimed at anyoone wondering about the value of a land grant institution in their lives. This campaign raised UMN’s favorability amongst Minnesotans 16% all by itself; not bad for a no-budget Macgyver mode use of stills and real UMN staff and professors. I was writer, CD and director. Art director: Solveig Nelson. Video edit: The Saline Project.
COVID + Flu Shots Campaign? yes!
The Minnesota Department of Health turned to us Friends & Neighbors to raise the levels of vax boosters in 2023. Tough sell, given the political divisions and the deep desire to just be done with COVID please. But we persisted with an endlessly positive campaign of affirmation. Below are two :30s back to back. See, I’m already making is easy to say yes! (Note the lack of branding—the MDH was insistent.) Design: Kelly Munson. Video Editor: Eric Riggs.
Ronald McDonald House Fundraising
Telling a powerful story of hope and togetherness through song and video. I wrote the script and was the principal CD on the two day two-day shoot with Soul Pancake and singer-songwriter Matt Hires.
Giving Gun Safety a Powerful New Face
The gun debate is renewed across the country, and I am pleased to have added a compelling new voice to the plea for common sense gun laws.
Read MoreElevate Minnesota Brand and Campaign
Re-introducing Minnesota's unions with pride and personality.
Read MoreCityTarget Innovations
A full-tilt strategic campaign, including radio and innovative style plays: that defines my relationship with this pretty cool, urban-focused Target initiative.
Read MoreTarget: Telenovela Spots
As part of Target's ongoing efforts to reach the growing Hispanic market with the "we've got the brands you love" message, we crafted a series of telenovela-inspired spots.
Read MoreTarget Children's Book Festivals
Target loves reading, big splashes, and kids. They all came together in our campaign to drive traffic to their Book Festivals in LA, Minneapolis, and DC. Creative Director: Scott Muskin. Art director: Amy Hardy. Illustrator: Lee Cosgrove.
Read More